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Focus wins Dalmia Cement mandate for North-East India

Ropes in Mary Kom as brand ambassador. Mandate includes entire integrated brand strategy including ATL and BTL initiatives  

BestMediaInfo Bureau | Delhi | January 21, 2013

Focus has been recently awarded with the creative duties of Dalmia Cement for the North-East region. The mandate involves the entire integrated brand and communication strategy including ATL and BTL initiatives.

Rahool Talukdar, National Creative Director, Focus Circle, the creative arm of Focus, commented, “This association has given us the opportunity to not only work for a heavyweight cement brand like Dalmia but also associate with the iconic Mary Kom. Sometimes brand ambassadors seem a force fit for brands, but that wasn’t the case here. She is the perfect brand fit for Dalmia in the North-East, standing for attributes like performance, victory and commitment. As communication strategists, the challenge now remains in making Dalmia a prominent brand in the region.”

BK Singh, Senior Executive Director, Group Marketing & Corporate Communication, Dalmia Bharat Cement, said, “Given our reputation as a leading player in the cement industry with a very strong brand, the challenge was to combine the experience of 70 years and the experience of the local team. The team felt we needed a strong brand ambassador to connect with the people of the region. So, choosing Mary Kom was very critical to establish the connection. In Focus we found a team with rare combination of rich experience in the region and knowledge of the industry. This helped us to leverage the strength of both team and come up with a robust and innovative marketing campaign.”

Dalmia has recently taken over North-East based Adhunik Cement and Calcom Cement (76 per cent stake) and the group is one of the top five cement manufacturers in the country. Being the incumbent communication partner of Calcom, Focus has been considered as the preferred agency (with its Kolkata branch operations) for Dalmia Cement in the region.


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